Useless Marketing

In Vietnam, just because marketers are paid to do it, that doesn't make them professionals

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Seen at BCBG Max Azria at Crescent Mall in District 7. At first glance, it might seem great that they feature their social media icons at the front of their store, but:
Your storefront is not a webpage. The placement of the icons make me think they took it from their web page’s Share This Button set - that’s where you’d expect to see these icons if you were looking at an article on its webpage.
What are these icons? Neither Tumblr nor Twitter are particularly popular in Vietnam, so why are these shown? Additionally, whether they are popular are not, I suppose it would be nice to visit those pages, but how do I visit them? Do I kick the icons with my feet on the window until somehow I am transported to those pages or the links are magically beamed into my brain?
Isn’t it odd that a Tumblr logo is shown but not a url to go to the official website?
Simple recommendation: if you’re going to do this, at least give the urls of the pages. Or, since BCBG is more of a high-end brand and the target customer demographics (smartphone owner dominated) might warrant this, put the icon next to a QR code so users can scan them from their phones.
What would be even better is do a SMS check-in (Mimo) or mobile app check-in (Facebook, etc.) and actually try to gauge how effective the placement is.

Seen at BCBG Max Azria at Crescent Mall in District 7. At first glance, it might seem great that they feature their social media icons at the front of their store, but:

  1. Your storefront is not a webpage. The placement of the icons make me think they took it from their web page’s Share This Button set - that’s where you’d expect to see these icons if you were looking at an article on its webpage.
  2. What are these icons? Neither Tumblr nor Twitter are particularly popular in Vietnam, so why are these shown? Additionally, whether they are popular are not, I suppose it would be nice to visit those pages, but how do I visit them? Do I kick the icons with my feet on the window until somehow I am transported to those pages or the links are magically beamed into my brain?
  3. Isn’t it odd that a Tumblr logo is shown but not a url to go to the official website?

Simple recommendation: if you’re going to do this, at least give the urls of the pages. Or, since BCBG is more of a high-end brand and the target customer demographics (smartphone owner dominated) might warrant this, put the icon next to a QR code so users can scan them from their phones.

What would be even better is do a SMS check-in (Mimo) or mobile app check-in (Facebook, etc.) and actually try to gauge how effective the placement is.

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